Display: "Two francs do not matter".
Felix Gretener, Media Planning AG, Zurich.
Felix Gretener, Media Planning AG, Zurich.display "Two francs do matter"
Do you consider the ad-financed free directory assistance service that Pearsoft is planning for Switzerland to be a setup or a shutdown?
Felix Gretener: It's a display, because the information is expensive. If I can save the two francs, I don't mind having something whispered in my ear for ten or fifteen seconds.
What characteristics must such advertising have in order to achieve its goal?
Gretener: People want information quickly. Anything that delays the desired information is annoying. That's why the communicated message must be short and concise. In addition, the advertising messages must be varied so that someone who consults this information frequently is not repeatedly presented with the same spot. That would be a turn-off.
Can advertising for whose consumption one is compensated have a positive effect at all?
Gretener: I think so, because we are used to the omnipresence of advertising. In this day and age, anyone who says they want to live without advertising has to get a one-way ticket to the moon or Mars.
For which product groups could you most likely imagine such advertising on the phone?
Gretener: That would certainly be a good thing for advertising short-term offers. I'm thinking of last-minute offers from travel agencies, for example. But such short spots could also be particularly useful for announcing events, such as exhibitions, a new film or a sporting event.
Interview: Daniel Schifferle
Do you consider the ad-financed free directory assistance service that Pearsoft is planning for Switzerland to be a setup or a shutdown?
Felix Gretener: It's a display, because the information is expensive. If I can save the two francs, I don't mind having something whispered in my ear for ten or fifteen seconds.
What characteristics must such advertising have in order to achieve its goal?
Gretener: People want information quickly. Anything that delays the desired information is annoying. That's why the communicated message must be short and concise. In addition, the advertising messages must be varied so that someone who consults this information frequently is not repeatedly presented with the same spot. That would be a turn-off.
Can advertising for whose consumption one is compensated have a positive effect at all?
Gretener: I think so, because we are used to the omnipresence of advertising. In this day and age, anyone who says they want to live without advertising has to get a one-way ticket to the moon or Mars.
For which product groups could you most likely imagine such advertising on the phone?
Gretener: That would certainly be a good thing for advertising short-term offers. I'm thinking of last-minute offers from travel agencies, for example. But such short spots could also be particularly useful for announcing events, such as exhibitions, a new film or a sporting event.
Interview: Daniel Schifferle
